The Center for Social Science Innovation (CSSI) and Tippie College of Business Social Impact Community (SIC) organized a successful event for researchers and professionals interested in changing behaviors through communication and engagement strategies.
The workshop aimed to foster an open dialogue about the best practices for transforming social science research into beliefs and behaviors that generate positive social impact.
To achieve this goal, the audience heard from five individuals committed to driving positive social practices in their own work.
Bingbing Zhang, assistant professor in the School of Journalism and Mass Communication and CSSI researcher affiliate, discussed how strategic media messages can decrease health and science misbeliefs. For example, Zhang discovered that individuals were more incentivized to get the influenza vaccine when the act was framed as a moral obligation to protect others than when they were presented with mortality statistics about the virus.
Sara Maples, sustainability program manager for Cedar Rapids, presented strategies for engaging people in activities that curb climate change. Maples conveyed how she boils down the science of climate change into an easy and relatable form, such as likening greenhouse gases to a warm blanket.
Daniel McGehee, professor in the Department of Industrial and Systems Engineering and CSSI researcher affiliate, explored ways to lower roadway fatalities. McGehee offered four mitigation approaches: training, education, technology and automation. However, he argued that only comprehensive coordination across multiple systems – governmental agencies, the automotive industry, and university researchers – would lead to successful implementation of these approaches.
“I had no idea that the University of Iowa was so involved in crash test safety,” says attendee Maurice Davis, executive director of the South of 6 Iowa City Business District. “Hearing that gave me another reason to be proud of the community and the awesome people in it.”
Heather Reisinger, professor in the Department of Internal Medicine-General Internal Medicine and CSSI researcher affiliate, dove into implementation science, or the study of the methods used to promote the translation of research findings into routine practices in health-based settings. Reisinger brought attention to how the ethnographic work of medical anthropologists is fueling this relatively new discipline.
Brad Kunkel, Johnson County sheriff, brought attention to the state of the Johnson County Jail, which is overcrowded, understaffed, and structurally deficient. Despite these problems, only a few members of the crowd reported they knew about the issue. Kunkel then prompted an open discussion about what communication and engagement strategies could increase public knowledge about the situation.
“I truly appreciated how the speakers provided valuable insights into the power of messaging to a large audience,” says Erin Litton, senior director of Well-Being Services at the university.
After hearing from the speakers, the audience separated into small discussion groups centered on various spheres of society, including public health, healthcare, safety and wellbeing, the environment, and community.
Within the groups, the attendees discussed various barriers to and strategies for achieving positive social change in that sphere. These meaningful conversations bridged multiple disciplines, sparking novel thoughts and ideas.
“One of the things I loved the most was this idea of 'knowability' that the community group seemed to connect with. It's the idea that investment in marketing and communication is sometimes just about opening people up, so they trust you when the moment matters,” says Davis.
The groups then reconvened as a whole and shared their discussions, while also brainstorming next, actionable steps.
“The event was incredibly impactful because it allowed me to talk about developing real-world solutions to address societal changes with other researchers and professionals from across the university and beyond into the community,” says Harleah Buck, professor in gerontological nursing at the university and director of the Csomay Center for Gerontological Excellence.
“We are grateful for the extensive scientific and practical knowledge shared by the participants,” says Mark Berg, director of CSSI.
“It was exciting to connect researchers and professionals from many different disciplines to share strategies and help solve challenges in our community, across Iowa, and beyond,” reflects Amy Colbert, faculty director of the Social Impact Community.
For emails about CSSI news and opportunities in support of social science research across the University of Iowa campus, within our communities, and beyond, subscribe here.